Hasta La Creative!

FCB Brazil had a big hit last May with its “Speaking Exchange” idea for CNA Language Schools—a campaign that connected young Brazilians wanting to learn English with elderly Americans in retirement homes looking for someone to talk to. (The work took home 10 Lions from Cannes, and was among the 10 most-awarded campaigns there.)

Now, agency and client are back with a follow-up, featuring another interesting way to get Brazilians some real-world practice with their English.

This time the partner is Bella Vista Pizzeria in Culver City, Calif. Customers who call the pizza place can choose to place their order as usual—or be connected to a student in São Paulo who can take the order instead. If they chose the latter, they’re compensated by way of discounts, depending on how long they chat with the students.

The video isn’t as heartwarming as the original. The pizza orders are way more transactional, and the cultural meeting point here is less starkly fascinating than before. But as mentioned at the end of the new clip, this model is probably more scalable—and thus, perhaps even more useful in the long run.

Indeed, CNA is now asking businesses in the U.S. that accept customer orders by phone to visit the CNA website and sign up for similar programs.

CREDITS
Client: CNA
Agency: FCB Brasil, São Paulo
Creative Directors: Joanna Monteiro and Max Geraldo
Digital Creative Director: Pedro Gravena
Creative Directors: Adriano Alarcon and Carlos Schleder
Copywriter: Alessandra Muccillo and Lui Lima
Art Director: Andre Mancini and Rômulo Caballero
Creative Technologist: Márcio Bueno
Digital Production: Bolha
Project Manager: Lia D’Amico and Suelen Mariano.
Information Technology VP: Gerson Lupatini
Account: Mauro Silveira, Alec Cocchiaro, Pedro Führer, Diogo Braga and Thiago Figueiredo
Planner: Raphael Barreto, Frederico Steinhoff, Alice Alcântara and Stephanie Day.
Media: Alexandre Ugadim, Cris Omura, Rafael Amaral, Monica Oliveira, Aline Lins and Camila Oliveira
RTV: Charles Nobili and Ricardo Magozo
Production Company: Crash of Rhinos
Director: Miguel Thomé
Co-Direction: João Luz
Photographer: Marcos Ribas
Account Production Company: Diego Melo and Mary Lacoleta
Editor:  Miguel Thomé
Sound Producer: Cabaret
Editor: Guilherme Azem
Account Sound Producer: Cayto Trivellato
L.A. Producer: EAT (Entertainment, Art, Talent)
Client Supervisors: Luciana Fortuna, Nicadan Galvão e Ricardo Martins

If you’ve ever seen a movie about college, you know that the dean or president or whoever is always the villain, and if you can beat him at his own game, the day will be yours.

And so it is at Columbia College in Missouri, where the villain is the perfectly named President Dr. Dalrymple, and his game is Madden NFL 25.  

Dalrymple (who actually seems like a pretty fun guy and not much of a villain) has issued the video challenge below to students at his small private college, promising to buy one pupil’s textbooks for a year if he or she can win the school’s Madden Challenge on Oct. 17 and then defeat the president in a one-on-one showdown.

How big of a prize is on the line here? A recent survey of students found the average cost of books for an academic year was about $1,200. Of course, there’s no way to quantify the value of knowing the president had to cut a check for your books himself. (If he also had to carry your books to your classes for a week, turnout for the challenge would probably triple.)

The audio production on the “epic trash talk” video isn’t the best, but you have to give Dalrymple points for zingers like: “You can play as any team you’d like—the St. Louis Rams, the Dallas Cowboys, the Chicago Bears. You can even choose a professional team.”

Since students will be competing on last season’s copy of Madden (not the new Madden 2015), it’s doubtful this is a paid partnership with Electronic Arts. But we’ve put in a call to the college to find out and will update if we hear back.

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Os britânicos do Kaiser Chiefs vêm divulgando seu novo trabalho desde o final do ano passado, quando mostraram o primeiro single do disco. Agora divulgaram uma data oficial de lançamento.

Education, Education, Education & War está previsto para ser lançado dia 31 de março e já está em pré-venda no iTunes. Já é o quinto disco dessa banda de Leeds que conquistou o mundo em 2005 com seu mega-ultra-blaster hit I Predict A Riot.

Segundo a própria banda, o disco novo é temático e aborda uma questão de “todos contra o mundo”, colocando em pauta o individual versus o coletivo e sugerindo que somos melhores quando trabalhamos em conjunto do que sozinhos.

Depois de um approach ousado em seu álbum anterior, The Future Is Medieval, onde o consumidor podia escolher 10 entre 20 faixas, montar um álbum com sua tracklist e capa personalizados e ainda vendê-lo pela internet, agora o Kaiser Chiefs retorna ao modo tradicional de comercialização (CD, vinil e download). E mais do que isso, diz que retorna também a uma sonoridade mais parecida com Employment e Yours Truly Angry Mob (os dois primeiros álbuns).

 
Só esperando pra ver. Por enquanto já dá pra ouvir Bows & Arrows no vídeo acima e Misery Company. Em março a gente descobre a verdade.

Post originalmente publicado no Brainstorm #9
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Soliciting testimonials from alumni isn't a new way to advertise a university, but this example definitely takes it to a new and charming extreme.

Canada’s Royal Roads University decided to let alumni speak for themselves by physically embedding them in what passers-by assumed to be digital ad kiosks.

In the case study below, the university and agency Cossette Vancouver show how they constructed a special display box that hid a live alumna inside. When people pressed a "Connect" button on the display, a panel dropped down, revealing the actual woman they thought they'd be hearing from digitally.

Some were so surprised that they thought she was a very realistic video or perhaps a robot.

Nothing screams "I love my university" louder than a woman’s willingness to stand in a claustrophobic box all day and talk to surprised strangers. But the clip would obviously be more effective if we saw high schoolers or even parents praising the approach rather than hearing seniors talk about how nice it was to talk to a "real person." Still, I look forward to other inventive executions in this campaign.

CREDITS
Agency: Cossette Vancouver
Client: Royal Roads University
Creative Director: Michael Milardo
Art Director: George Lin
Copywriter: Pierre Chan
Director of Account Services: Chris Miller
Strategic Planner: Ute Preusse
Account Supervisor: Robyn Smith
Account Team: Philippa Groom, Megan O'Rourke
Producer: April Haffenden

The United Negro College Fund is introducing a campaign with the tagline, “A mind is a terrible thing to waste but a wonderful thing to invest in.”

23 year-old Camila Vallejo strikes the match.

From Adbusters Blog

Fight for your mind in 2012.

by
Darren Fleet

From Adbusters #99: The Big Ideas of 2012

Students at the University of North Carolina get down and boogie with the SuperTarget mascot at a midnight shopping spree officially endorsed by the school’s top brass.

Advertising Agency: Face, UK
Creative Director / Art Director / Copywriter: Neil Holoryd
Photographer: Adrian Ray

Advertising Agency: Face, UK
Creative Director / Art Director / Copywriter: Neil Holoryd
Photographer: Adrian Ray